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Case Study

HOW MUCH OF AN IMPACT DOES ADVERTISING IN ASSOCIATION MEDIA REALLY HAVE?


Sometimes, more than we even can imagine. Naylor produces the Intensive English USA directory, a survey of U.S. colleges and universities, for the Institute of International Education (IIE). Nasser Daoua, a prospective student based in The Republic of Cameroon, saw a ¼-page advertisement placed by Manhattanville College in Purchase, N.Y. This small investment within a trusted industry publication led to Daoua investigating all that the college had to offer, and ultimately, turned into a decision to enroll.

“The ad listed many advantages of studying at Manhattanville College,” says Daoua. “It has an English Language learning center, it is easy to get around the city, and the school has a long history and a large number of international students.”

“It’s a simple matter of math,” says Jeff Bunkin, Naylor account executive and media director for IIE. “Annual fees at Manhattanville College are $43,000+ per year. With one enrollment to a four-year program, the school reaps an economic impact of $172,000 – all thanks to a $500 ad.”

Naylor helps associations reach members and potential members and inspire these individuals in great ways. Just ask Nasser Daoua.

“Everything in the ad was true,” he said.

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